Introduction #
Social media has become a game-changer in the vacation rental and travel accommodations industry, allowing us to showcase unique features and amenities, highlight the surrounding area, and connect with potential guests on a personal level.
Platforms like Facebook, Instagram, and TikTok allow us to reach a wider audience, while staying competitive in the industry and stay top of mind for potential guests.
To effectively use social media for vacation rentals, it is important to understand the target audience, create engaging and shareable content, and use relevant hashtags and geotags. Consistency and timing are also key to building a strong social media presence.
In this guide, we will discuss the best practices for using social media to market vacation rental/travel accommodation businesses.
Target Audience #
Knowing the target audience helps in creating effective content that resonates with them. It allows for tailoring content to their specific needs, interests, and preferences, making it more likely that they will engage and potentially book.
To start, identify the demographic of the target audience, such as their age, gender, income level, and location. This information can help understand what type of content they are likely to be interested in, such as picturesque beach locations for families or secluded mountain getaways for couples.
We can research the interests and hobbies of the target audience too. For example, if the target audience is mostly outdoor enthusiasts, let’s focus on showcasing the hiking and biking trails near the vacation rental, as well as any other outdoor activities that are available in the area.
Additionally, it’s also important to consider the social media platforms the target audience is most active on. This will allow us to create content tailored to the platform and its audience. For example, if the target audience is mostly on Instagram, focus on creating visually appealing content, such as stunning photographs and videos to capture their attention.
By understanding the target audience, we can create content that speaks to their interests and preferences, making it more likely that they will engage and book a stay.
Content Creation #
Creating a solid content strategy is essential for effectively promoting vacation rental properties on social media. One important aspect of this strategy is to focus on creating content pillars that add value to the audience, showcase unique features, and engage with followers in a way that builds credibility and trust. Additionally, it’s important to pay attention to the visual aesthetics of the content and to incorporate interesting elements such as reels, videos, and photos that grab attention and stand out in followers’ feeds.
A. Content Pillars #
Content pillars are important because they provide a clear structure and direction for the content creation process. They help to keep posts focused and on topic, making them more valuable and informative for the audience. By having a set of content pillars in place, we can easily identify the key themes and topics that the content should cover, making it easier to plan and create new content.
Here is a suggested content pillar to follow:
a) To Add Value: Informative/Shareable Content
- Tips – Informative tips and advice for planning a vacation
- Quotes – Inspirational and motivational quotes to create a positive and uplifting atmosphere for the audience.
- Lifestyle Images – Lifestyle that can be enjoyed at/near the rental to help potential guests envision themselves there.
- Local Recommendations/Information – Local attractions and activities to help attract potential guests who are looking for a specific type of vacation experience.
- Holiday/Events Posts – Special events and holidays to help to attract potential guests who are looking to travel during those times.
b) To Promote: Property Features
- Unique features of the rental – Unique features of the rental to help to set it apart from other properties in the area.
- Services provided – Services provided to help to attract potential guests who are looking for an interesting/more convenient vacation experience.
c) To Engage and Built Credibility
- Engagement Posts – Encouraging engagement with the audience can help to build a sense of community. Additionally, engagement signals to the algorithm that the rental is active and relevant, which can help to improve its visibility and reach. (ex. Meme, polls, questions)
- User-Generated Content/Reviews – User-generated content, such as reviews and photos helps build credibility and trust with the audience.
B. Guidelines for designing graphics and creating a visually appealing feed #
a) Optimized size: Instagram’s recommended size for images is 1080 pixels wide by 1350 pixels tall or 1080 by 1080 pixels. For videos, the recommended size is 1080 pixels wide by 1920 pixels tall. This ensures that the graphics will be displayed correctly on all devices and will not be pixelated or distorted.
b) Branding colors and fonts: Use the brand’s colors and fonts consistently in graphics to create a cohesive and recognizable aesthetic. This will help establish the brand and make it easier for the audience to recognize it.
c) Keep graphics simple and clean: Avoid using too many elements or a busy design. A simple, clean edit will make the images stand out and look more organic, not pushy.
d) Quality: Use high-resolution images and graphics to ensure that visuals are professional, clear, and sharp. This will help the content be more visually appealing to the audience.
e) Composition: Use the rule of thirds to create visually balanced and interesting compositions. This involves dividing/cropping the image into thirds horizontally and vertically, and placing the subject of the image along one of the lines or at the intersection of them.
f) Text: Use clear and legible text in the graphics. Avoid using too many different fonts or using text that is too small. Use the correct typography too as per the client’s branding guidelines.
g) Consistency: Maintain a consistent visual style throughout the feed to create a cohesive and professional look. This can include using the same filters and aesthetics.
h) Mix up the content: Mixing up the types of content will help keep the feed interesting and engaging. Use a combination of photos, videos, and text to add variety to the feed and showcase different aspects of the brand.
C. Tips for Shooting Instagram Reels/Tiktok Videos for Vacation Rentals #
a) Prepare the space by ensuring it is well-lit, tidy, and arranged before filming.
b) Start with a clear plan: Plan out the shots and overall flow of the video before filming.
c) Use natural light by filming during the day with clear skies.
d) Use different camera angles: For example, use a wide-angle shot to show the property’s exterior, and a close-up shot to show the details of a room or feature.
· Using wide-angle: A wide-angle lens will allow you to capture more of the vacation home in each shot, giving viewers a better sense of the space and layout. To do this in the iPhone camera, simply tap the 0.5x icon to switch to the Ultra-Wide lens.
e) If taking videos is not your strong suit, you can shoot with simple camera movements like panning and tilting to add visual interest.
f) Showcase the details: Pay attention to the small details of the vacation home, such as the finishes, fixtures, and artwork. These details can help make the space feel more luxurious and appealing to potential renters.
g) Shoot in portrait, not landscape: This is so that videos are optimized for Instagram and Tiktok viewing.
h) Stabilization: If using an iPhone, shoot in 60fps to avoid shakiness.
i) Don’t forget to showcase the exterior and highlight the property’s unique features such as a private pool, hot tub, or scenic views.
j) Shoot walkthrough videos too from opening the door to the interior spaces.
k) Keep the walkthroughs short. Videos over 2 minutes can be boring.
Leveraging Hashtags/Hashtag Strategy
Leveraging hashtags on Instagram makes it easier for people to find the property when searching for specific locations, features, or vacation rental-related content. By using the right hashtags, we can reach a wider audience and increase the chances of getting bookings. It’s important to note that Instagram allows 30 hashtags per post and it’s crucial to be consistent with hashtags across posts in order to increase visibility.
Here is a strategy we can apply:
- Own Branded Hashtag to build brand identity: ex. #StanielCayVillas
- Location-based Hashtags: ex. #Bahamas #Exuma #StanielCay
- Accommodation Keywords Hashtags: #Airbnb #AirbnbSuperhost #Vrbo
- Location & Accommodation Merged Hashtags: ex. #BahamasVillas #BahamasLuxuryVillas #ExumaLuxuryAirbnb
- Popular Travel Hashtags: #Travel #CarribeanTravel #LuxuryVacation #TravelIdeas #BeautifulBeaches #LuxuryBeachVacation #RomanticGetaway
- Descriptive hashtags that highlight the unique features of the property: #PrivatePool, #Oceanview
Timing
By posting at the right time, we can ensure that content are seen by the maximum number of people. For example, if we post on social media when most of the followers are active, we are more likely to get engagement and reach a larger audience. It can also increase the likelihood of engagement. For example, posting an engaging reel on a Friday evening can help gain more likes, shares, and comments than if it had been posted on a Monday morning.
Geo-tagging
Geo-tagging allows potential guests to easily find and discover properties in specific locations. By tagging the location of the property, it becomes more visible to users searching for accommodations in that area. This can lead to increased visibility and bookings for the property.
Social media is an amazing tool to showcase properties in the best light possible. To be successful in using social media for vacation rentals, it is essential to understand the target audience, create engaging content, and use relevant hashtags and geotags. Likewise maintaining consistency and posting at the right time can help to build a strong social media presence and increase bookings.
By following these best practices, we can effectively promote properties and built a stronger more cohesive online presence for our clients.
